Tap into ’emotional
tourism’ to woo Chinese
tourists, govt told
Plaza Premium Group founder Song Hoi-See says shopping and food, even durians, are insufficient to attract tourists from China.
Song Hoi-See, the founder of global airport lounge operator Plaza Premium Group, said Malaysia could leverage its rich historical and cultural connections, particularly with China.
Song said traditional tourism attractions, such as shopping and food were outdated, with tourists now seeking experiential activities.
He quipped that even Malaysia’s king of fruits, the durian, was insufficient to attract Chinese tourists.
“It’s no longer just about food or sightseeing. We need a catalyst to bring people in, something that resonates emotionally.
“We have so much untapped potential. Look at Melaka, with its deep Peranakan heritage that started in the 15th century when Hang Li Po married a Malay sultan.
“These stories can create a powerful connection (with tourists), but we’re not using them. Malaysia needs to focus on emotional tourism,” he said during a talk at the Malaysia-China Summit 2024 here today.
Emotional tourism refers to travel experiences that connect with the emotions of tourists through culturally or historically rich interactions.
Song also said technology advancements had reshaped travel and tourism post-pandemic, and that Plaza Premium had embraced that, particularly in using artificial intelligence-driven technology.
“I use AI to plan itineraries based on preferences. If you keep offering coffee to someone who prefers tea, you’re in trouble,” he said.
Separately, the World Travel and Tourism Council’s Asian regional director Sarah Wang said global tourism was forecast to return to pre-pandemic levels by the end of this month.
She said this would contribute US$11 trillion (over RM49 trillion) to the global economy.
“This means that for every US$10 generated, US$1 will come from tourism,” she added.
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